Plano de negócios: Um estudo sobre a viabilidade de implantação de uma doceria artesanal no município de Solânea-PB

Abstract

This study aims to analyze the feasibility of implementing Ateliê Doce Maria, a business focused on the artisanal production of fine confectionery in the municipality of Solânea–PB, Brazil. The research is based on the growing appreciation for differentiated gastronomic experiences, in which food products play a symbolic role in events and celebrations. Methodologically, this is an applied research with quantitative approaches, using bibliographic review, market analysis, and primary data collection through a structured questionnaire. The results indicate a regional demand for personalized products, especially among young consumers with strong digital engagement, as well as a tendency toward both occasional and regular consumption. The strategic analysis, conducted through the SWOT matrix, reveals that the business has competitive advantages related to artisanal quality, product customization, and premium positioning, although it faces challenges typical of early-stage ventures, such as limited production capacity and brand consolidation. Financial analysis demonstrates economic feasibility, with potential for return and medium-term sustainability. It is concluded that the implementation of Ateliê Doce Maria is viable, provided that it is supported by effective digital marketing strategies, strict financial control, and standardized operational processes, enabling competitive positioning and growth in the regional market.